Link to home

News from the open internet


Kendra Scott CMO Michelle Peterson on connecting with consumers through experiences

Jewelry maker Kendra Scott has collaborated with two of the year’s cultural smash hits in the U.S.: Barbie and Bama Rush.

The brand’s CMO, Michelle Peterson, shared on The Current Podcast that being a part of the Barbie marketing storm was “like catching lightning in a bottle.” Collaborations like the one with Barbie opened a whole new world of fans.

“We’re always linking to culture so that we can bring in new consumers in a really relevant way,” Peterson says. “We always start locally with the experience and then we scale that into digital.”

Elsewhere on the podcast, Peterson shares how the brand partnership with Bama Rush came together, and how Kendra Scott connects its messaging in-store, digital, and across its different audience groups.